Nestle launches Nesvita Pro-Heart milk

On the occasion of the launch here, Nestle General Manager(Dairy) Mayank Trivedi said, ''Our research revealed that as consumers become more health conscious they look for healthier foods to help manage cholestrol in their everyday diet.

''Based on this insight, Nestle India used its knowledge of scientific nutrition to develop milk with Omega 3. Since milk and milk products are consumed daily, this will help consumers make cholestrol management part of their daily diet,'' he added.

He said the product, which has a shelf life of 120 days, would initially be launched in all metro cities and based on the response ''we would go further''.

He said there would be no competition to the product in the beginning as it was first of its kind in the country and '' as there is no competition our targeted consumer includes almost everyone in the country''.

Marketed with the tagline 'To help manage cholestrol...everyday', the product claims to be 98 per cent fat free and is priced at Rs 40 per pack of one litre.

Bollywood actor Karishma Kapoor, who was also present on the occasion to endorse the product, said as she herself was a health freak she supported almost every food product that Nestle India launches in the market since the company is known to be concerned about the health of its consumers.